Hudson is the co-founder of the 5-month-old fitness brand and helps curate outfit selections on a monthly basis. The new line is called Fabletics, and workout outfits will retail for less than $50, a much lower price point than many Lululemon-brand ensembles. The website even maintains a direct comparison chart that allows consumers to see the price discrepancy between brands.

The clothes are intended to be worn both as workout and casual wear, an apparel space that appears to be growing these days. For their part, Lululemon is launching a line called &Go, which also seeks to fit the perceived need to go from the gym to happy hour all in one outfit.

The company adds a personal touch by offering a membership program that allows users to subscribe and receive monthly recommendations based on their workout style. Members can opt to buy the recommendations for discounted prices.

Fabletics is a division of Kimora Lee Simmons' JustFab brand, which prides itself on cutting out the middleman and delivering trendy apparel from Los Angeles manufacturers directly to the consumer through online transactions. As of December 2013, JustFab raised $15 million off of an estimated $300 million in revenue, according to Pando. The Fabletics division did an estimated $1 million worth of business in December, and the company plans to invest heavily in the market this year.

Gina Hall is a Los Angeles-based writer and producer with more than 10 years experience in television, documentary and feature film production. She is a graduate of USC’s School of Cinematic Arts and blogs for the Huffington Post at huffingtonpost.com/gina-hall